What is Content Analysis?
Content analysis is the process of inspecting, investigating, and analyzing content to determine its strengths, weakness, and potential for improvement. A website content analysis, or content audit looks at all elements from the website (posts, pages, imagery, video, links, and other data) and measures its value and effectiveness based on key metrics set by the organization.
Purpose of Content Analysis
- SEO: optimizing keywords on each post and page for content visibility and ranking on search engines
- Topic Analysis: finding out whether or not the topics that target audience wants to read are present on the website
- Audience Reception: evaluating how target audience respond to each content type
- Social Media Assessment: creating content that attracts influencers and industry experts or appeals to readers/users on specific social media platforms
- Governance: ensuring website content is current, accurate, and reflecting objectives set out by the organization
The phrase ‘content is king’ will always be relevant because it centers around customers rather than itself. Good content when periodically analyzed can and will:
- Bring more organic site traffic
- Build credibility, authority, and industry expertise
- Increase website visibility and ranking on search engines
- Inform and educate readers and guests
- Build brand awareness with target consumers
- Earn trust and loyalty of existing customers
- Facilitate and improves seamless user experience through the buyer’s journey
- Attract relevant leads
- Drive conversion rates
Content Qualities Used for Content Analysis
Content analysis utilizes specific content qualities to make sure published content on website and other marketing channels achieves its intended purposes. Those qualities are:
- Completeness (of sentences, thought, ideas, and logic)
- Findability (SEO)
- Clarity and accuracy
- Usefulness and relevance
- Target audience
- Influence and engagement
- Consistency with brand and/or business priorities
How to Conduct Content Analysis
1.Prepare existing data
Compile and record all published content on the website. Categorize written posts and include other content types such as infographics, images, videos, and audio.
2.Examine for issues
Search for errors, inconsistencies, and outdated information. This process may be time-consuming, but this deep dive can lead to surprising revelations such as broken links, previously unnoticed typos, improperly branded images, and content that haven’t been optimized.
Make an honest assessment on how existing website content stacks up against competition. If it doesn’t give fresher, more relevant material on topics that should be covered, get it done right away. It is also recommended to ask employees and/or customers what they think about the content – whether or not what they read, watch, or hear from the site resonate deeply with them. Alternatively, a reliable third-party service provider can conduct website content audit for a detailed content analysis that can seriously affect the business’ bottom line.
3. Perform a qualitative analysis
Use the feedback collected from internal (in-house website audit team and/or employees) and external respondents (customers and/or outsourced professionals) to examine strengths, weaknesses, and potential for improvement of existing content.
These are some of the questions to ask when doing a qualitative analysis:
- Is content accurate, informative, and interesting?
- Does a specific content type function as it should?
- Do pages load quickly?
- Is image/video quality good?
- Are links accurate?
- Is content optimized for social media posting?
- Does content reflect brand vision or business goals?
4. Perform a quantitative analysis
This pertains to measurable data such as:
- Clickthrough Rate
- Bounce Rates and Exit Rates
- Entrance and Exit Pages
- Hits, Clicks, and Impressions
- Unique Page Views
- Average Session Duration
- Time on Page
- Ranking Increases
- Chatbot Interaction
- Remarketing Transactions
- Social Engagement
- Call to Action Clicks
- Secondary Conversions
5. Reevaluate and update content marketing strategy
After performing all previous steps, this will provide a clearer, more thorough understanding of existing content marketing strategy. Make necessary adjustments to optimize for web searches, improve user experience, and upgrade site performance.